- Belinda is Levi's new brand ambassador for Latin America, joining the brand's global "Behind Every Original" platform.
- The deal caps a blockbuster summer for the Mexican singer and actress. In June, she voiced Lilipad, the tech-forward smart tablet antagonist, in the Latin American Spanish dub of Disney and Pixar’s Toy Story 5.
- Just days later, on June 11, she joined Los Ángeles Azules at the Estadio Ciudad de México to perform "Por Ella" (featured on the Official FIFA World Cup 2026 Album) during the tournament’s opening ceremony.
- Levi's continues rolling out "Behind Every Original" region by region, having recently signed ROSÉ and Alia Bhatt as ambassadors elsewhere.
Levi’s® has named Belinda its new brand ambassador for Latin America, joining the denim brand’s global “Behind Every Original” platform, which spotlights people who defy convention and express themselves through creativity.
“Everyone has a story that defines who they are, and I have always sought to express mine through music, fashion, and creativity,” Belinda said in a statement. “I am excited to join Levi’s and be part of a platform that celebrates the originality within each person.”
The deal caps a busy year for the Mexican singer and actress. She recently voiced a new character in the Spanish-language dub of Disney and Pixar’s Toy Story 5 for Latin America, and last month joined Los Ángeles Azules to perform “Por Ella”, featured on the Official FIFA World Cup 2026 Album, at Mexico’s FIFA Countdown Concert and the tournament’s opening ceremony.
This marks Belinda’s first collaboration with Levi’s, following recent campaigns with fintech app Nu México and beauty giant L’Oréal Paris.
The signing extends Levi’s steady push to localize “Behind Every Original” worldwide. Levi’s named ROSÉ its global brand ambassador, while Alia Bhatt fronted the campaign’s launch in India.
The brand has also handed creative control to musicians like Kilo Kish, who self-styled a capsule “Edit” collection, continuing a legacy of collaborators including Justin Timberlake and Beyoncé.
Takeaways
This isn’t just a face swap for a jeans ad; it’s Levi’s building out its “Behind Every Original” world one region at a time, and picking regional leads who already have built-in cultural credibility.
Belinda checks nearly every box: two decades in the spotlight, a World Cup moment, a Pixar credit, and a devoted Latin American fan base that spans generations. For Levi’s, that’s a shortcut to relevance it can’t manufacture with ad spend alone.
What’s worth watching is whether Belinda’s Levi’s era leans into denim-forward styling the way ROSÉ’s or Kilo Kish’s collaborations have, or stays closer to a straightforward ambassador role.
Does tapping a multi-generational star like Belinda give Levi’s more staying power in Latin America than a younger, single-audience pick would? Could this open the door to a Belinda x Levi’s product collection, similar to Kilo Kish’s capsule drop?
